What makes us buy what we do? The product itself, or the strength of the brand that it comes from? The answer of course is the influence of both. It is in our nature that we warm to a brand that tells a story and we can relate to. We also do this if it appeals either in an aspirational way, or to the benefit of our lifestyle.

Although I am reliably told it is a 'classic', before I saw the new West End revival, the only things I knew about Sweeney Todd were the two words 'Sweeney' and 'Todd'. I was the proverbial blank canvas going into the performance - I didn't know what to expect, what the story was, what the music was like: nothing.